111 Navy Chair by Emeco

| 9 comments

Milan 2010: More ice: aluminium furniture brand Emeco will launch a new version of its iconic Navy Chair in Milan next month, made of recycled plastic Coca-Cola bottles.

The chair will go into production in June, supported by an advertising campaign showing the chair encased in a one-ton block of ice created by ice sculptor Duncan Hamilton and photographed by ice photography specialist Peer Lindgreen. The images shown here were taken at the photo shoot in London recently.

Each 111 Navy Chair contains 111 PET bottles recycled at a new factory owned by The Coca-Cola Company, who collaborated with Emeco on the new chair.

The Emeco Ice Cube will also be presented at Zona Tortona in Milan next month, during the Salone Internazionale del Mobile.

See all our stories about Milan 2010 in our special category. And if you like ice, see our story from earlier today about Ice House Detroit.

Here's a bit of text from Emeco:

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After four years of work, we have created a new Navy Chair made of 111 recycled plastic PET bottles (about 65% post consumer content). We designed The 111 Navy Chair ® to have the attributes of the original aluminum version - super strong, durable and comfortable, but now its also warm, colorful and about half the price of the aluminum one (195₤). We expect to use about 3,000,000 plastic beverage bottles each year in production, which will start in June.

| 9 comments

Posted on Monday, March 29th, 2010 at 1:00 pm by . See our copyright policy. Before commenting, please read our comments policy.

  • http://whspr.me/1Ky Prof. Z.

    …. good green washing co branding

  • http://www.brunnojahara.com jahara

    ice ice baby.

  • http://rembitpribor.ru Nons

    glass chair in ice )

  • joe

    shaken, but not stirred…

  • http://www.nicheinteriors.com/ Interior Designer San Francisco

    Recycled content AND half the price?! Sounds like a winner to me.

  • Mads

    A good thought, but it’s been done before. A chair in a block of ice. An advertising stunt by danish furniture designer Kasper Salto …

  • http://111navychair.com 111 Navy

    Soon available exclusively at Design Within Reach: http://www.dwr.com/category/new/111-navy-chair.do

  • imarkakis

    2 brand “icons” married?… double “rebranding”!!! :D Really nice concept… I like the icy advertisment too!

  • http://www.emeco.net dan fogelson

    DWR is the exclusive retailer in the US for the 111 Navy Chair. This chair, and all our chairs, are available worldwide.